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Preciosa Lighting
Lighting fixtures from Kamenický Šenov that conquered the world
Lighting fixtures from Kamenický Šenov that conquered the world
Let’s start with a little riddle. What do you get when you combine glassmaking with jewelry craftsmanship and add an extraordinary level of skill? If you’re thinking of the production of exclusive chandeliers and lighting fixtures, you’re absolutely right. In this field, Preciosa Lighting, based in the northern Czech town of Kamenický Šenov, stands among the world’s elite.
The local lighting production is deeply rooted in a tradition dating back to the 19th century. It is distinguished by its originality, attention to detail, and meticulous craftsmanship. Without exaggeration, Preciosa Lighting is hard to match in its field, even on a global scale.
It’s likely for this reason that the most demanding clients have fallen in love with the lighting fixtures from Kamenický Šenov. Guests of the Address Beach Resort in Dubai, the ultra-luxurious Ritz-Carlton hotel complex in Amman, Jordan, and travelers at Los Angeles International Airport (LAX) are just a few examples of those who pass under these unique, custom-made chandeliers. Preciosa focuses primarily on supplying business clients, who may invest millions of dollars in their projects.
Over time, the company’s management recognized that while Preciosa Lighting had gained worldwide fame for its unparalleled products, it would be beneficial to further support this reputation through online marketing. The online space is full of potential clients who can be reached through branding campaigns.
Preciosa Lighting approached us at Four Bros, then a fledgling marketing agency, back in 2017. Although Preciosa had an internal marketing team at the time, they lacked specialists in paid advertising. They were looking for someone to help them with this segment of marketing. The request was for paid campaigns on Facebook, Instagram, YouTube, Google Ads, Pinterest, and LinkedIn, with global targeting. These campaigns were to be segmented according to affiliations, or business representations, in various parts of the world.
Although we were still in the early stages as an agency, we already had extensive experience with paid campaigns from previous years. Therefore, it was easy to coordinate the details with Preciosa Lighting. We agreed to focus the campaigns primarily on promoting the brand itself and related activities. It’s safe to say that the campaigns for Preciosa Lighting are unique in almost every aspect. Let’s start with their focus.
A significant portion of our marketing efforts revolves around globally renowned events that Preciosa Lighting regularly attends. One of the most important of these is the annual Milan Design Week, considered the Mecca of design. Industry leaders gather in the prestigious Triennale Milano design and art museum to showcase new products and design lines, and there is indeed much to admire. Several months before this event, we collaborate closely to devise strategies for attracting the attention of potential clients from around the world, both before and during the event. During Milan Design Week, we work together with Preciosa to present the new Signature Design, which becomes a cornerstone of our marketing for the upcoming year.
When it comes to building brand awareness for Preciosa, we have a wealth of opportunities. Beyond prestigious events, Preciosa is also sought after for specific projects, such as the aforementioned Crystal Swell lighting installation at Los Angeles International Airport. This remarkable installation, standing 17 meters tall and weighing 4,000 kilograms, is located in the Tom Bradley International Terminal and is engineered to withstand earthquakes up to 7.0 on the Richter scale. Similarly, we’ve promoted installations in the Dubai Metro, a casino in Macau, and other exclusive projects.
Our long-term collaboration, built on mutual trust, continues to yield excellent results. Preciosa Lighting not only secures new contracts from around the world but also further strengthens its already stellar reputation in the realm of the most exclusive development projects.
Our partnership is ongoing, and together we are planning for the future. As the world of e-commerce continually evolves, we must also adapt our campaigns to align with current trends.